“CEOs are now expected to be chief content providers for their companies. Social media is not only an efficient and engaging way to relay information but is also linked in executives’ minds with being a better leader,” Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist, said in a press release.

When CEOs resist, it’s generally due to social media use being atypical for their region or industry. Also, CEOs often fail to see the return on investment of participating in social media, according to the study.

The infographic below details more findings from “The Social CEO” study: